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Oregon 2013 Visitor Report

Table of Contents

2

Introduction….....………………………………………………………………………………... 3

Methodology….…………………………………………………………………………………. 4

U.S. Travel Market Size & Structure …..…………………..………………………………. 5

Oregon Travel Market Size & Structure ……………………………………………………... 9

Overnight Trip Detail…......……………………..……...……………...………………………. 17

Overnight Trip Characteristics……………..……………………………………………. 18

Day Trip Detail………………………………………………..…………………………......….. 36

Day Trip Characteristics……….……………………………..………...……………….. 37

Demographic Profile of Visitors to Oregon……….....………………………..…………….. 49

Appendix: Key Terms Defined…………………………………………...………..…………... 61

Introduction

3

Longwoods International began tracking American travelers in 1985, and

has conducted large-scale syndicated visitor research quarterly since

1990.

In 2007, our proprietary Longwoods Travel USA® program was migrated

from mail to online, with the benefits of rapid turnaround, enhanced

flexibility and interactivity, as well as greater respondent involvement.

It is currently the largest ongoing study ever conducted of American

travelers, providing our clients with more reliable data and greater ability

to home in on key market segments of interest.

This report provides an overview of Oregon’s domestic tourism business

in 2013.

Methodology

4

Each quarter, a random cross-section of online sample is sent an e-

mail invitation to participate in the survey. A reminder is e-mailed

several days later to non-responders.

For the 2013 travel year, this yielded:

229,726 trips for analysis nationally:

153,730 overnight trips

75,996 day trips

For Oregon, the following sample was achieved in 2013:

4,748 trips:

2,995 overnight trips, of which 1,308 were marketable trips

1,753 day trips, of which 1,013 were marketable trips

For analysis, data were weighted on key demographics to correct for

any differences between the sample and U.S. population targets.

U.S. Travel Market Structure & Trends

Total Size of the U.S. Travel Market — 2009-2013

1,312 1,367 1,413 1,451 1,480

0

500

1,000

1,500

2,000

2009 2010 2011 2012 2013

Mill

ion

s o

f Tr

ips

6

Base: Total Overnight Trips

2.0%

Structure of the U.S. Travel Market — 2013 Overnight Trips

7

Visits to Friends/Relatives

44%

Marketable 43%

Business 10%

Business-Leisure 4%

Base: Adult Overnight Trips

U.S. Market Trends for Overnight Trips — 2013 vs. 2012

2

3

2

-3

-1

-10 -5 0 5 10

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change

8

Base: Total Overnight Trips

Oregon Travel Market

Size & Structure

Total Size of Oregon’s Travel Market

10

Total Person-Trips* = 77.2 Million

Day Trips 60%

Overnight Trips 40%

30.6 Million

46.6 Million

*Total volume includes both adults and children

Oregon’s Share of Adult Domestic Trips

11

Base: Adult Person-Trips

2.2% 2.3% 1.9% 2.0%

0%

1%

2%

3%

4%

2011 2013

Perc

ent

Day Overnight

Size of Oregon’s Overnight Travel Market — Adults vs. Children

12

Total Overnight Person-Trips = 30.6 Million

Adults 81%

Children 19%

5.9 Million

24.7 Million

Oregon’s Overnight Travel Market — by Trip Purpose

13

Marketable 47%

VFR 44%

Business 9%

Base: Adult Overnight Person-Trips to Oregon

*Marketable includes Business-Leisure

Oregon Regional Overnight Travel Volume*

14

10.3

9.5

5.2

3.8

3.7

2.7

2.0

0 2 4 6 8 10 12

Coast Region

Greater Portland Region

Willamette Valley Region

Central Region

Southern Region

Mt. Hood-Columbia River GorgeRegion

Eastern Region

Millions

Base: Adult Overnight Person-Trips to Oregon

*Adds to more than total state overnight volume because people may visit more than one region on a trip

Size of Oregon’s Day Travel Market — Adults vs. Children

15

Total Day Person-Trips = 46.6 Million

Adults 79%

Children 21%

9.6 Million

37 Million

Oregon’s Day Travel Market — by Trip Purpose

16

Marketable 59%

VFR 33%

Business 8%

Base: Adult Day Person-Trips to Oregon

*Marketable includes Business-Leisure

Overnight Trip Detail

Overnight Trip Characteristics

Main Purpose of Marketable Trip – Oregon vs. National Norm

19

Base: Overnight Marketable Trips

24

23

15

13

11

8

2

2

2

1

17

14

17

10

13

13

4

9

2

2

0 10 20 30

Touring

Outdoors

Special Event

Resort

City Trip

Casino

Cruise

Theme Park

Ski/Snowboarding

Golf

Percent

Oregon US Norm

State Origin Of Trip

20


51

16

11

2

2

2

2

0 20 40 60

Oregon

Washington

California

Texas

New York

Idaho

Illinois

Percent

DMA Origin Of Trip

21


36

11

10

5

4

3

3

2

2

2

2

2

0 10 20 30 40

Portland, OR

Eugene, OR

Seattle-Tacoma, WA

Medford-Klamath Falls, CA/OR

San Francisco-Oakland-San Jose, CA

Los Angeles, CA

Bend, OR

Yakima, WA

Sacramento-Stockton-Modesto, CA

New York City, NY

Spokane, ID/WA

Washington, DC

Percent

Season of Trip

22

20

25

34

21

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Method of Planning Trip

23


63

9

39

65

9

35

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Oregon US Norm

Method of Booking Trip

24

59

8

39

64

9

32

0

20

40

60

80

Internet Travel Agent Other/None

Perc

ent

Oregon US Norm


Total Nights Away on Trip

25

23

30

23

10

10

4

24

28

26

10

10

3

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14+ nights

Percent

Oregon US Norm

Average

Oregon

= 3.9 Nights


Average

US Norm

= 3.5 Nights

Number of Nights Spent in Oregon

26

Average Nights Spent in Oregon = 2.9

Base: Overnight Marketable Trips with 1+ Nights Spent In Oregon

29

35

22

8

6

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

Size of Travel Party

27

2.5

2.5

0.8

0.8

0 1 2 3 4

Oregon

US Norm

Average No. of People

Adults Children

Total = 3.3

Total = 3.3


Transportation

28

77

14

9

3

3

15

7

7

6

3

68

18

5

2

2

20

6

11

8

4

0 20 40 60 80 100

Own car/truck

Rental car

Camper, R.V

Motorcycle

Bicycle

Plane

Train

Taxi Cab

Bus

Ship/Boat

Percent

Oregon US Norm


Personal

Vehicles

Commercial

Vehicles

Responses to question: “What types of transportation did you use on this trip?”

Accommodation

29


27

26

19

17

10

7

7

7

6

6

5

4

16

26

29

8

7

4

4

5

6

4

3

3

0 10 20 30 40

Motel

Hotel

Resort hotel

Campground/trailer park/RV park

Friend/relative's dwelling (not paid)

Rented home/condo/apartment

Rented cottage/cabin

Time share

Bed & breakfast

Country inn/lodge

Own home/condo/apartment/cabin

Boat/cruise ship

Percent

Oregon US Norm

Activities and Experiences

30

35

30

24

23

21

21

19

18

16

14

13

11

10

10

9

35

19

14

25

17

10

22

8

19

5

13

13

8

6

6

0 10 20 30 40 50

Shopping

Beach/Waterfront

National/State park

Fine dining

Landmark/Historic site

Hiking/Backpacking

Swimming

Camping

Casino

Brewery

Museum

Bar/Disco/Nightclub

Fishing

Art gallery

Fair/Exhibition/Festival

Percent

Oregon US Norm


Activities and Experiences (Cont’d)

31

8

7

7

6

6

6

6

6

6

5

5

5

4

4

4

5

5

7

8

7

6

13

5

6

5

2

2

3

2

2

0 10 20 30 40 50

Winery

Biking

Boating/Sailing

Theater

Spa

Zoo

Theme park

Golf

Dance

Rock/Pop concert

Rafting

Hunting

Mountain climbing

Motorcycle touring

Tennis

Percent

Oregon US Norm



32

4

4

4

3

3

3

3

3

3

3

3

2

2

3

2

2

3

2

1

2

4

1

2

2

2

1

0 10 20 30 40 50

Attend/Part in kids sports event

Birding

Skiing/Snowboarding

Part in adult sports event

Business meeting

Rodeo

Convention/conference

Pro/College sports event

Opera

Watch Amateur/Youth Sports

Part. In Amateur/Youth Sports

Trade show

Symphony

Percent

Oregon US Norm


Activities of Special Interest

33

38

30

20

11

11

9

32

29

19

9

9

7

0 10 20 30 40

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-tourism

Winery tours/Wine tasting

Traveling with grandchildren

Percent

Oregon US Norm


Online Social Media Use by Travelers

34

79

44

32

31

22

20

14

13

77

43

30

28

22

19

14

13

0 20 40 60 80 100

Used any social media for travel

Used Smartphone while traveling

Posted travel photos/video online

Read travel reviews

Looked at travel photos/video online

Accessed travel news/events/deals/promotions

Connected with others interested in travel

Read a travel blog

Percent

Oregon US Norm


Online Social Media Use by Travelers (Cont’d)

35

79

13

10

10

10

8

7

6

77

12

10

10

11

7

9

6

0 20 40 60 80 100


Got travel advice

"Followed" a destination/attraction

Gave travel advice

Contributed travel reviews

Subscribed to a travel e-newsletter

Tweeted about a trip

Blogged about a trip

Percent

Oregon US Norm


Day Trip Detail

Day Trip Characteristics

Main Purpose of Marketable Trip – Oregon vs. National Norm

38

Base: Day Marketable Trips

26

22

16

10

10

6

5

2

2

1

1

20

12

16

14

15

10

3

1

1

7

1

0 10 20 30

Touring

Outdoors

Shopping

City Trip

Special Event

Casino

Resort

Ski/Snowboarding

Cruise

Theme Park

Golf

Percent

Oregon US Norm

State Origin Of Trip

39


67

17

7

2

0 20 40 60 80

Oregon

Washington

California

Idaho

Percent

DMA Origin Of Trip

40


50

13

9

7

2

2

2

2

0 20 40 60

Portland, OR

Eugene, OR

Seattle-Tacoma, WA

Medford-Klamath Falls, CA/OR

Bend, OR

San Francisco-Oakland-San Jose, CA

Boise, ID

Los Angeles, CA

Percent

Season of Trip

41

23

24

32

22

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent


Size of Travel Party

42

2.2

2.3

0.6

0.7

0 1 2 3 4

Oregon

US Norm

Average No. of People

Adults Children

Total = 2.8

Total = 3


Activities and Experiences

43

33

23

16

15

14

12

11

7

7

7

6

5

5

5

4

32

9

7

8

11

12

13

9

5

8

3

6

2

3

6

0 10 20 30 40

Shopping

Beach/waterfront

Hiking/backpacking

National/state park

Landmark/historic site

Casino

Fine dining

Museum

Fishing

Swimming

Camping

Zoo

Brewery

Winery

Fair/exhibition/festival

Percent

Oregon US Norm



44

4

4

3

3

3

3

3

3

2

2

2

2

2

2

2

4

4

3

1

1

3

2

1

2

2

2

8

3

1

1

0 10 20 30 40

Bar/disco/nightclub

Theater

Art gallery

Birding

Rafting

Boating/sailing

Skiing/snowboarding

Hunting

Biking

Golf

Dance

Theme park

Pro/college sports event

Mountain climbing

Rodeo

Percent

Oregon US Norm



45

1

1

1

1

1

1

1

1

1

1

1

1

<1

2

1

3

1

1

1

2

1

1

1

1

1

1

0 10 20 30 40

Spa

Watch Amateur/Youth Sports

Rock/pop concert

Symphony

Trade show

Tennis

Attended/Part in kids sports event

Part. In Amateur/Youth Sports

Participate in adult sports event

Motorcycle Touring

Opera

Convention/Conference

Business Meeting

Percent

Oregon US Norm


Activities of Special Interest

46

30

20

15

10

9

5

25

22

12

7

6

5

0 10 20 30 40

Historic places

Cultural activities/attractions

Exceptional culinary experiences

Eco-Tourism

Winery tours/Wine tasting

Traveling with grandchildren

Percent

Oregon US Norm


Social Media Use by Travelers

47

74

41

31

30

24

17

14

12

71

41

25

28

21

18

12

12

0 20 40 60 80


Used Smartphone while traveling

Read travel reviews online

Posted travel photos/video online

Looked at travel photos/video online

Accessed travel deals/news/promotions

Read a travel blog

Connected to others interested in travel

Percent

Oregon US Norm


Social Media Use by Travelers (Cont’d)

48

74

11

9

8

7

7

7

6

71

10

8

9

8

6

8

5

0 20 40 60 80


Got travel advice via social networking

Contributed travel reviews online

"Followed" a destination/attraction

Tweeted about a trip

Subscribed to a travel e-newsletter

Gave travel advice via social networking

Blogged about a trip

Percent

Oregon US Norm


Demographic Profile of Visitors to Oregon

Region of Residence

50

90

3

2

1

1

1

1

0

0

79

6

4

3

3

2

1

2

1

0 20 40 60 80 100

Pacific

Mountain

South Atlantic

East North Central

Middle Atlantic

West South Central

West North Central

East South Central

New England

Percent

Day Overnight

Base: Total Marketable Trips

Gender

51

47

53

52

48

0 20 40 60 80 100

Male

Female

Percent

Day Overnight


Age

52

13

40

31

16

11

42

29

18

0 20 40 60

18-24 years

25-44 years

45-64 years

65+ years

Percent

Day Overnight


Average Day = 44.8 Average ON = 45

Household Size

53

22

36

16

15

11

18

35

17

15

15

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent

Day Overnight


Average Day =

2.8 members

Average ON =

3 members

Household Income

54


3

9

14

24

50

4

14

16

24

42

0 10 20 30 40 50

$150K+

$100K-$149.9K

$75K-99.9k

$50K-$74.9K

Under $49.9K

Percent

Day Overnight

Average Day =

$54,030

Average ON =

$62,620

Marital Status

55

62

22

16

65

22

13

0 20 40 60 80 100

Married/Withpartner

Never married

Divorced/Widowed/Separated

Percent

Day Overnight


Children in Household

56

56

19

20

20

54

20

24

21

0 20 40 60 80

No Children Under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent

Day Overnight


Education

57

15

36

32

16

1

17

36

28

17

2

0 10 20 30 40

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Day Overnight


Employment

58

43

15

42

43

13

44

0 20 40 60

Full-time/Self-employed

Part-time

Not employed/Retired/ Other

Percent

Day Overnight


Race

59

87

3

10

85

3

12

0 20 40 60 80 100

White

African-American

Other

Percent

Day Overnight


Hispanic Background

60

92

8

92

8

0 20 40 60 80 100

No

Yes

Percent

Day Overnight


Appendix A: Key Terms Defined

Key Terms Defined

62

An Overnight Trip is any journey for business or pleasure, outside

your community and not part of your normal routine, where you spent

one more nights away from home.

A Day Trip is any journey for business or pleasure, outside your

community and not part of your normal routine, that did not include

an overnight stay. Day trips involve travel of more than 50 miles from

home.

A Person-Trip is one trip taken by one visitor

Person-trips are the key unit of measure for this report.

Trip-Type Segments

63

Leisure Trips: includes all trips where the main purpose was one of the following:

Visiting friends/relatives

Touring through a region to experience its scenic beauty, history and culture

Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating

Special event, such as a fair, festival, or sports event

City trip

Cruise

Casino

Theme park

Resort (ocean beach, inland or mountain resort)

Skiing/snowboarding

Golf trip

Business Trips: includes

Conference/convention

Other business trip

Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one

additional day to experience the same place or nearby area simply for leisure.

Marketable

Trips:

Includes all

leisure trips,

with the

exception of

visits to

friends/relatives

Total Trips = Leisure + Business + Business-Leisure

Documents

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